The HND Month promotional campaign period saw an estimated 20,000 new newspaper subscriptions, analysis by Better Retailing suggests. 

ABC figures for November show most publishers reversed a trend of falling subscribers, with a net voucher copy sales growth of 8,358. 

This compares with a net loss of more than 12,000 voucher sales for the same two-month period before the campaign. 

The Daily Mail, Daily Record, Financial Times, i, Mail on Sunday, Sunday People, Sunday Express, Sunday Mail and Sunday Mirror all increased the portion of their sales made through subscriptions between September and November 2023. 

All these, except the Sunday Express and Sunday Mirror, experienced net subscriber growth. 

Read more: October ABCs: Saturday newspapers witness sales increase

Saturday’s Daily Mail saw the largest total increase in number of subscribers, up by 1,972 (2.7%) compared with a loss of 4,533 between July and September. The average title increased its total subscriber count by 398 following HND Month. 

The largest proportional gain in subscribers was achieved by Financial Times, which increased its subscriber count by 9.4% on weekdays and by 9.3% on weekends. 

The true impact of the campaign is likely to be greater, as the figures do not include subscriber-heavy broadsheets such as the Telegraph, Guardian and Times, which no longer publish their results. 

More than 1,300 shops took part in HND Month, using leaflets and in-store material to promote publisher subscription offers. 

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